On your next podcast, will you follow a trend and take your fair share?
Evo Terra:Or do you have an idea that's never or barely been done before?
Evo Terra:Both have their rewards and
Evo Terra:their challenges, so which is right for you?
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Evo Terra:Hello, and welcome to another Podcast Pontifications with me, Evo Terra.
Evo Terra:Our digital world is never static.
Evo Terra:Almost every single day we see some new service or some new offering
Evo Terra:that becomes available to us.
Evo Terra:Now, most of those, history has proven, will fizzle out and fail.
Evo Terra:Some will continue with some modest success.
Evo Terra:And a few will be breakout successes and become the next thing that we either
Evo Terra:can't live without, or can't understand why people waste their time with.
Evo Terra:And it's no different in podcasting, really.
Evo Terra:Just like those big entrepreneurs or big companies that launch new things
Evo Terra:all the time, smart podcasters who are looking to start a new podcast
Evo Terra:are faced with a similar choice.
Evo Terra:Are you going to create your own niche or are you going to steal
Evo Terra:market share from someone else?
Evo Terra:I don't think there's really a right or a wrong answer to the
Evo Terra:question of what you should do.
Evo Terra:And also, I think to a certain degree, all new podcasts actually have to steal
Evo Terra:some market share from other podcasts.
Evo Terra:Remember, 30% of the US population listen to podcasts on a weekly basis, roughly.
Evo Terra:So those 30% of the population, those hundred million Americans who
Evo Terra:listen to podcasts - I think it's like 80 million, close enough - they
Evo Terra:only have a certain amount of time.
Evo Terra:We podcast listeners, much like we podcast producers, only have a
Evo Terra:certain amount of time to do things.
Evo Terra:So yeah, we have to steal some market share from some people.
Evo Terra:And I think, and you should understand, that people do
Evo Terra:rotate through their podcasts.
Evo Terra:Regular listeners out there, podcasters a lot, but regular listeners, too, rotate
Evo Terra:through the podcasts they listen to.
Evo Terra:Sure, they have their set standards that they keep and will probably keep forever,
Evo Terra:but you know, they dabble in new shows.
Evo Terra:And these listeners certainly have, or many of these listeners have, a type,
Evo Terra:a preference that they have for the types of shows that they want to hear.
Evo Terra:Of course, in podcasting, we've seen our share of trends of big
Evo Terra:things where people want to move to.
Evo Terra:Think true crime for a moment.
Evo Terra:True crime was, and by many indications still is, a huge
Evo Terra:draw with a large audience.
Evo Terra:Lots of people listen to true crime content, very hungry for
Evo Terra:more, more true crime content.
Evo Terra:Daily news shows, that's another by all indications, or by a lot of indications,
Evo Terra:daily news shows is/are a huge draw.
Evo Terra:And we have a large audience out there who are hungry for more of that
Evo Terra:type of content on a regular basis.
Evo Terra:And I think our, we have lots of existing media outlets who are launching
Evo Terra:shows in that area because, look, our appetite for news, collectively
Evo Terra:speaking, doesn't really change.
Evo Terra:Audio dramas, fiction podcasts, excitingly, I hear, are trending
Evo Terra:upwards, which is great.
Evo Terra:Lots of new entrants in there, and lots of big media, lots of big companies
Evo Terra:who've got chops in other sorts of fiction and storytelling areas like book
Evo Terra:publishing, television, and film are all coming in vying for ear holes, I guess.
Evo Terra:All of those want to take market share away from others because
Evo Terra:there's a trend working right now.
Evo Terra:Then we have the pioneers, the true pioneers, if you will, doing things that
Evo Terra:don't quite fit other models or molds.
Evo Terra:Not that there's not room to innovate within shares by
Evo Terra:developing existing market share.
Evo Terra:There certainly is, right?
Evo Terra:You can innovate there.
Evo Terra:But I'm talking about something totally new and different, really,
Evo Terra:truly carving out your own niche.
Evo Terra:And when you do that, it means that you're making a show or a podcast that other
Evo Terra:people don't yet know that they want.
Evo Terra:Then again, that's an assumption.
Evo Terra:You don't know whether they want it or not.
Evo Terra:When you're carving out a niche on your own, there's no trend to ride.
Evo Terra:There's no all-important search terms you have to optimize for because again, no
Evo Terra:one is looking for this kind of content.
Evo Terra:It doesn't exist right now.
Evo Terra:You're blazing your own trail.
Evo Terra:Now, that may be scary to some, but for others like myself,
Evo Terra:that's kind of exciting.
Evo Terra:I mean, having no expectations of an audience.
Evo Terra:You're not trying to one-up the competition because there's not really
Evo Terra:enough competition for the listeners of this niche that you are creating
Evo Terra:right now get to judge you by.
Evo Terra:You are totally on your own, which is scary and also incredibly freeing.
Evo Terra:We've seen it happen over and over in the podcasting world
Evo Terra:where new niches are developed.
Evo Terra:Podcasting hasn't been just one thing from the beginning . It was never that way.
Evo Terra:Although, a lot of people treat it as if it is exactly the same.
Evo Terra:But it's not.
Evo Terra:Depending on what you're trying to do, going after existing market share,
Evo Terra:stealing it from other podcasts, or making it on your own - quite different.
Evo Terra:Now, both options are valid.
Evo Terra:Which path you should take really depends upon you.
Evo Terra:It depends on your ability to solve those challenges because stealing
Evo Terra:market share from very big, established players entering in a space that
Evo Terra:is well-trodden, that's hard.
Evo Terra:It's really hard to do.
Evo Terra:An established audience is often quite unforgiving.
Evo Terra:Especially if you take some ham-fisted approach.
Evo Terra:Enter the market space without studying and understanding what rules
Evo Terra:exist before you start breaking them.
Evo Terra:Also, going against a big, established marketplace, trying to steal it away,
Evo Terra:means you may not have the budget or the resources really to compete at the time.
Evo Terra:Again, I don't think there's a right way to do this.
Evo Terra:And your job when you're making this decision isn't to pick the right one.
Evo Terra:Again, it's pick the right one for you, but then also do not mismatch your
Evo Terra:actions depending on your chosen path.
Evo Terra:See, a lot of what works to grow a show in an established marketplace is
Evo Terra:not going to work as well when there is no existing marketplace to grow.
Evo Terra:You have to grow your entire marketplace, right?
Evo Terra:And vice versa.
Evo Terra:A lot of the advice you hear out there about how to grow a show, how to monetize
Evo Terra:a show, or anything else to make your podcast bigger may not apply to you
Evo Terra:if you take one path versus the other.
Evo Terra:Again, going after an existing audience or an audience that
Evo Terra:you have to create on your own.
Evo Terra:All you can do is choose wisely.
Evo Terra:Now, if this helped you just start - and we'll come back to this conversation.
Evo Terra:This is just the beginning.
Evo Terra:I want you to think about these two different paths.
Evo Terra:I will come back and revisit this from time to time.
Evo Terra:But if this got you thinking about things in the right way, please consider
Evo Terra:going to BuyMeACoffee.com/evoterra, and lending me your support.
Evo Terra:That would be lovely.
Evo Terra:Also, I've made some changes to the homepage of PodcastPontifications.com.
Evo Terra:Take a quick look.
Evo Terra:At the top of the page, you'll see a "Listen everywhere" bar.
Evo Terra:I'm swapping out the logos of the companies of the services of the
Evo Terra:apps you see in there to reach, to put forth to you some that
Evo Terra:you may not have heard of before.
Evo Terra:I figured that's a, I'm in a special place since I'm talking to podcasters who
Evo Terra:already have a preferred podcast listening app, or at least a default service.
Evo Terra:So I'm trying some new things.
Evo Terra:Big thanks, also, to Betty from the If You Ask Betty podcast for helping
Evo Terra:me with some of those graphics.
Evo Terra:Much appreciation, Betty.
Evo Terra:Thank you.
Evo Terra:Thank you.
Evo Terra:I'd love your feedback.
Evo Terra:If you click those links, tell me what happens.
Evo Terra:If you've got something you think I should have up there, by all means
Evo Terra:let me know, evo@simpler.media.
Evo Terra:That's it.
Evo Terra:I shall be back tomorrow with yet another Podcast Pontifications.
Evo Terra:Cheers!
Evo Terra:Podcast Pontifications is written and narrated by Evo Terra.
Evo Terra:He's on a mission to make podcasting better.
Evo Terra:Links to everything mentioned in today's episode are in the notes
Evo Terra:section of your podcast listening app.
Evo Terra:A written-to-be-read article based on today's episode is available at
Evo Terra:podcastpontifications.com where you'll also find a video version and a corrected
Evo Terra:transcript, both created by Allie Press.
Evo Terra:Podcast Pontifications is a production of Simpler Media.